Overview
Despite the rapid surge of new product introductions into the grocery product distribution system, relatively little is known about the process and acceptance criteria of trade buyers. In this work, Edward McLaughlin and Vithala Rao examine the crucial role played by trade buyers, and its place in the success of new product introduction. Their study integrates scholarly research and industry information as it explores the various processes used by manufacturers and trade intermediaries in developing and introducing new products. The book begins with a background survey of the overall structure of U.S. grocery distribution, along with a discussion of the key participants in new product introduction and their standard operating procedures. A broad framework for analyzing new product introductions is presented, and various methodologies that are useful in the process are explained. This is followed by an account of the extensive research conducted by the authors, focusing on new product acceptance by trade buyers, and drawn from three sources: publicly available information, survey data of actual buyer decisions, and buyer decisions based on hypothetical descriptions of new products. The statistical results on the relative importance of decision criteria are used to develop several management tools, including an expert system. The work concludes with a discussion of the implications of these results for marketing managers, procurement executives, and public policy makers. This book will be an important reference tool for practitioners involved in product procurement, as well as for students of marketing and sales.
Full Product Details
Author: Edward W. Mclaughlin ,
Vithala Rao
Publisher: Bloomsbury Publishing Plc
Imprint: Praeger Publishers Inc
Dimensions:
Width: 15.60cm
, Height: 1.20cm
, Length: 23.40cm
Weight: 0.468kg
ISBN: 9780899305257
ISBN 10: 0899305253
Pages: 208
Publication Date: 30 June 1991
Recommended Age: From 7 to 17 years
Audience:
College/higher education
,
Undergraduate
,
Postgraduate, Research & Scholarly
Format: Hardback
Publisher's Status: Active
Availability: Manufactured on demand
We will order this item for you from a manufactured on demand supplier.
Author Information
EDWARD W. McLAUGHLIN is Associate Professor of Marketing in the Food Industry Management Program at Cornell University. His research has encompassed a wide variety of marketing topics in the food industry, and he regularly leads workshops and seminars for food companies. VITHALA R. RAO is Professor of Marketing and Quantitative Methods in the Johnson Graduate School of Management at Cornell University. His numerous articles have appeared in such journals as Marketing Science, Journal of Marketing Research, Journal of Consumer Research, and Management Science.
